pay more attention to the shapes you use This is the final in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I hate all of this […]

pay more attention to the shapes you use This is the final in a series of ten thoughts on the visual aspects of marketing. The primary focus for the balance of this series will be brand identity – corporate identity – logos – or whatever you want to call them. I hate all of this jargon, especially when it implies some non-existent science or logic. A 2015 study in the United states found that 50% of the worlds ‘most admired’ brands had a rectangular logo while: 22% had a square logo 20% had a circular logo Notable square or rectangular logos include Microsoft and American Express. Setting aside issues relating to the term ‘most admired’, this finding would suggest that there is a link between the shape of a logo and how much it is admired, with the rectangular shape having a clear ‘edge’. Certainly, these findings suggest that in…